Tzurit Or

[11] In 2007, Or began baking and cooking at her house for about 20 hours a day to sell her creations at a stand in Copley Square Farmer's Market in Boston.

[9][12] At her stand, she mainly sold brioche, cookies, and nut boxes, which were inspired by foods from her childhood in Israel.

[5][13] The stand was widely popular, and in 2008, she opened the first Tatte Bakery & Café brick and mortar location in Brookline.

[5] In 2016, the founder of Panera Bread and Au Bon Pain, Ron Shaich, bought a 50.01% stake in Tatte.

[14] As of 2022[update], there are 31 Tatte locations in Massachusetts and in Washington, D.C.[15] In July 2020, she stepped down as CEO following discrimination complaints,[16][17] but she still remains involved in the bakery's operations and serves as its chief baker.